Livpure goes for relevant engagement, earmarks Rs 40 cr for advertising

Come summers and a large part of India is faced with the problem of water scarcity. This has been on the rise in recent years and has even given rise to severe disputes between states over sharing of river water. A case in point here is the Cauvery water dispute between Karnataka and Tamil Nadu, which has forced BCCI to shift IPL franchise Chennai Super Kings’ home matches to Pune. 

In light of this, water purifier brand Livpure’s campaign, titled ‘Cutting Paani’, gives out a simple yet innovative message to stop wastage of water. Conceptualised by Famous Innovation, the campaign’s is based on the concept of ‘cutting chai’ or half a cup of tea, wherein people are urged that, “if the quench is of half a glass, then one should only take half a glass of water”. One can always ask for more if needed. 

This is an idea that will resonate with the common man, since ‘cutting chai’ is a phrase used colloquially by Indians who want tea. Globally, a lot of international coffee chains offer cutting chai for tea lovers, thereby acknowledging the Indian way of drinking tea. 

Elaborating on the idea behind the campaign, Vinay Jaiswal, producer-director at NeonLight pictures, who has directed the Livpure #Cuttingpaani ad film, and Sushil Matey, Director - Marketing, Livpure, told Adgully, “‘Cutting Pani’ is a fresh perspective on the whole water conservation idea. It’s an idea that not only provokes thoughts, but also stimulates actions. While in the past, there have been compelling campaigns to spread awareness about water conservation, very few provide practical and doable solutions. Shot in very practical scenarios (both indoor and outdoor) the advertisement puts out a gripping case of optimising usage of water by taking only what is required. The campaign is roping in real-life influencers to support the message of saving water.” 

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Jaiswal further explained, “When the agency reached out to us with the idea, we were clear about one thing – if executed well, the idea will have a huge impact. That’s why we planned to keep everything in a believable environment. From minimal dialogues to casting, costumes, productions design and music, everything was very subtle yet realistic so that the audience sees the ad and starts contemplating the idea. Cutting Paani, on the other hand, was taken from a very common Mumbai phrase ‘cutting chai’, which means ‘half’, and puts across a very realistic solution. The advertisement is going to be a small step towards a significant change.” 

The tagline of the campaign is - Agar pyaas cutting ki hui, toh full glass kyun? Bacha hua paani koi aur pee lega! 

With consumers increasingly consuming content online content, companies, too, are shifting towards digital as a medium of communication. “We at Livpure spend almost 15 per cent on digital and rest is between ATL (50 per cent) and BTL (35 per cent),” Matey informed, adding, “In FY2017-18, we will end up spending Rs 40 crore on advertising.”  

He further said that Livpure uses digital as a stand-alone platform and not an extension of its traditional communication channels. “Lately, consumers have shown interest in having meaningful association with brands and not just products. Hence, the communication approach has been to associate and amplify issues which are related to health of individuals and society at large. This makes the brand relevant to people,” he added. 

Matey further said that Livepure’s campaigns – ‘Finish your glass’, ‘Cutting paani’, ‘Sampoorna suraksha’, etc. – have all been tremendously successful since they establish Livpure as a socially conscious brand. “We enjoy the highest SOV in the category on social media,” he claimed.  

Livepure has also been leveraging the e-commerce platforms and was the No. 1 seller on Flipkart and No. 2 on Amazon during the entire festive period last year in the water purifier space, as informed by Matey. 

He acknowledged the fact that e-commerce is increasingly becoming a popular medium for buying and is here to stay and grow. According to him, convenience, value for money and exclusivity in products are the major drivers. 

Brands that continue to innovate and remain relevant generally occupy mind share. Coupled with this, if the communication is also creative and engaging, it sticks. This helps build recall. 

Matey said, “At Livpure, we have always strived to offer the above 3. We were the first company to offer smart purifier with Bluetooth connectivity and we have continuously upped our innovation quotient in this space. As regards communication, our campaigns have always highlighted the need to have pure and safe water through anecdotal evidence.” 

Going forward in 2018, the brand will continue to focus on RTBs, coupled with interesting and engaging communication on TV and digital.

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